Marketing Communication Assessment Topic Compare The Marketing Mix Between Bamboo Airway And Vietnam Airline.pdf

TABLE OF CONTENT Catalog I, OVERVIEW OF BAMBOO AIRWAYS 4 IL OVERVIEW OF VIETNAM AIRLINES 4 Ill, COMPARE THE MARKETING MIX BETWEEN BAMBOO AIRWAY AND VIETNAM AIRLINES 3... OVERVIEW

FOREIGN TRADE UNIVERSITY FACULTY OF INTERNATIONAL EDUCATION

Ha Noi, December 2023

FOREIGN TRADE UNIVERSITY

FACULTY OF INTERNATIONAL EDUCATION

Ha Noi, December 2023

TABLE OF CONTENT

Catalog I, OVERVIEW OF BAMBOO AIRWAYS 4 IL OVERVIEW OF VIETNAM AIRLINES 4 Ill, COMPARE THE MARKETING MIX BETWEEN BAMBOO AIRWAY AND VIETNAM AIRLINES

3 PLACE 8 4, PROMOTION 10 5 CONCLUSION: 13

I OVERVIEW OF BAMBOO AIRWAYS Bamboo Airways Joint Stock Company, operating under the trade name Bamboo Airways, is a Vietnamese airline belonging to FLC Group, headquartered in Hanoi and registered for business in Binh Dinh The company had an initial charter capital of 700 billion VND, then FLC group increased its charter capital to 7,000 billion VND in May 2020 and 10,500 billion VND in February 2021 In mid-2023, the company was taken over by The group of shareholders representing the new investor is Him Lam Company, officially completely separated from FLC Bamboo Airways will begin its first flight on January 16, 2019 Bamboo Airways serves these routes Domestic connection with localities with FLC resorts as well as international flight routes The airline aims to be the first 5-star airline in Vietnam according to Skytrax standards From national pride and inspiration on the journey of exploration, Bamboo airways - a member of FLC Group - was officially born in 2017

With the mission of connecting tourist destinations on the S-shaped strip of land, enhancing the image of the country and people of Vietnam on the international map, bamboo airways began the journey of spreading its wings by cooperating with leading companies Leading brand in the world in the field of aviation

Since its launch, Bamboo Airways has continuously upgraded and developed its fleet With only 20 Boeing 787 aircraft in 2018, Bamboo's fleet has now reached 29 The airline has achieved the achievement of "Airline with the best service" in 2019 and "Leading airline" Asia region", honored to be granted flights to the UK from Hanoi and City Ho Chi Minh, with 3 flights/week

I OVERVIEW OF VIETNAM AIRLINES Vietnam National Airlines, international transaction name is Vietnam Airlines, is the national airline of the Socialist Republic of Vietnam and a main member of Vietnam Atrlines Corporation officially in 2019 1993 In 2015, Vietnam Airlines accounted for 80% of the market share of international passengers to and from Vietnam, and 70% of the market share of domestic passengers (including a market share of 15% of domestic passengers and 5% of international passengers traveling to Vietnam) and to Vietnam by Pacific Airlines) In 2006, after achieving a prestigious certificate of operational safety from the International Air Transport Association (IATA), Vietnam Airlines officially became a member of the International Air Transport Association and affirmed its determine the quality of its services according to international standards On June 10, 2010, Vietnam Airlines officially became the 10th member of the global airline alliance - SkyTeam After joming the alliance, Vietnam Airlines’ flight network expanded to more than 1,000 destinations globally On July 12, 2016, Vietnam Airlines was officially awarded a certificate of recognition as a 4-star airline by the British Aviation Rating and Review Organization SkyTrax

Over the past 20 years, with an average annual growth rate always reaching double digits, Vietnam Airlines has continuously grown and risen to become a reputable airline in the region thanks to the strength of its modern fleet , extensive flight network and convenient connecting schedules, especially in Indochina Currently, Vietnam Airlines operates to 21 provinces and cities across the country and 28 international destinations in 26 countries and territories

II, COMPARE THE MARKETING MIX BETWEEN BAMBOO AIRWAY AND VIETNAM AIRLINE

Both are airlines with high punctuality index

Hybrid model - "All in one" is applied by Bamboo Airways in all their flights: cheap price but full amenities

There are 2 types of services: support services and advanced services

4-star standard airline with good quality and comparable prices

Operating flights throughout all provinces of the country Vietnam's 3 criteria to

constantly develop and improve services are safety, punctuality, and convenience In addition to normal customer care services, there are special services such as:

+ Special meal service + Services for children under 2 years old

+ Services for children traveling alone + Services for passengers who

are pregnant women

+ Services for passengers with limited mobility

+ Buy additional seats for oversized passengers + Services for passengers who need special care

=> After comparing the products of the two airlines, the similarity between them is that they have 3 ticket classes and all have high on-time indexes compared to other airlines in Vietnam Although Bamboo Airways has just come into operation a few years ago However, according to initial passenger reviews, Bamboo provides very good service even though this is a low-cost airline Meanwhile, Vietnam Airlines' service quality has always been highly appreciated Whether you travel in business class or economy class, Vietnam Airlines will still satisfy you and moreover, the airline also has more special services than bamboo airways

Therefore, if evaluated on a general basis, there is not much difference in quality when comparing Bamboo and Vietnam Airways However, for demanding passengers, Vietnam Airlines is still a bit "better" because of its previous reliability 2 PRICE

from 200,000 VND to about 800,000 VND

- There is a segment on the differences between rows of seats, but there are still few choices like competitors

For the same customer segment, Vietnam Airline's price is higher than Bamboo Airways, but in reality, Vietnam Airlines' price has more levels in economy class: flexible economy class, economy class, and — super economy class save

- Prices for special subjects: Vietnam Airlines has preferential prices for children, the elderly, people with disabilities, etc Therefore, customers have many choices and are very convenient in

using flight services

Similarity - The prices are diverse, in addition to depending on the class, there are

also different prices based on the customer's seating position such as: sitting near the window, sitting near the emergency exit,

- Apply many different pricing strategies, including: + Flexible prices: Ticket prices may change depending on time, flight date, peak season, etc

+ Preferential prices: There are often promotions to reduce ticket prices for customers

+ Combo price: provides cheap combo packages including air tickets, hotels, insurance

=> Bamboo Airways is a low-cost airline Meanwhile, Vietnam Airlines is a high- quality 4-star airline For most domestic flights, the ticket prices of these two airlines have a large difference Therefore, if you want to hunt for cheap tickets to save money, Bamboo is the better choice On the contrary, if you want to experience high-quality service, Vietnam Airlines will prevail

Besides the difference in ticket prices, the ticket policies of these two domestic airlines also have certain differences Vietnam Airlines has more economy class than Bamboo Airways

Place Bamboo AirWay Vietnam AirLine

Similarity Direct distribution

At distribution points: sell tickets directly at the airport

Online distribution: The airline opens flight ticket sales on its website with easy-to-buy tickets

Indirect distribution: Through air ticket distribution agents At the same time, cooperating with many users such as Traveloka and Agoda to help customers easily access flights, as well as buy air tickets

The distribution network is still narrow, mainly through online and direct ticket booking, and is not yet diverse in distributors Bamboo Airways has headquarters in 3 regions: North, Central, and South

Vietnam Airlines is the first airline in Vietnam, so from the beginning the company has expanded its distribution system to many different locations across the country and abroad

Vietnam Airlines is headquartered in Hanoi and has branches and affiliated units operating in Hanoi, Da Nang, Ho

Chi Minh City and 16

provinces nationwide

=> If comparing Bamboo and Vietnam Airlines in terms of flight network, Vietnam

Airlines will definitely win Because this national airline has been operating for a long time While Bamboo has only been operating for the past 4 years For flights to big cities, you can easily choose both of these airlines However, with smaller airports in the country, or flying to countries in the Asian region or globally, Bamboo's flight network is not yet covered, so Vietnam Airlines always has the advantage Therefore, depending on the destination, you should consider choosing the appropriate airline

Voucher - Discount code from 100-500k

for lucky customers Combo: combine with travel distribution units to increase customer experience with bargain combos such as combining with Traveloka,

- Combo Bamboo Airways FLC includes air tickets + a luxury resort hotel room Membership program: With 04 card types: Emerald, Gold, Diamond and First, Bamboo Club

worth 300,000 VND applies to flight booking services within

offers customers many outstanding benefits

and outside Vietnam

Combo: combine with travel distribution units to increase customer experience with bargain combos such as combining with Traveloka,

- Combo VNA Holidays for customers to book rooms on holidays when hotel rooms are sold out

Membership program: Vietnam Airlines' Golden Lotus program has 5 card tiers: Registered, Silver, Titantum, Gold & Platinum Refund :

The ticket change function only applies to passengers who buy tickets online, does not apply to tickets purchased at the box office or agents, or ticket refunds

Public relation

The publics: media public Public relation tools: News:

- Bamboo airway often combines with newspaper sites with high traffic such as vtv, Dan tri, youth Community involvement activities:

- Free flight to bring doctors from Viet Duc Hospital to Ho Chi Minh City to support covid-19

- Free transportation of relief goods to the Central provinces in 2020 Identity media:

- Wishing to bring national pride to the international level, the brand name, logo, slogan shows simplicity through uniforms, always dedicated attitude, giving The publics: midea public

Public relation tools News:

- Visual media aimed at business customers, Vietnam airline cooperates with national newspapers such as vtv, youth, labor In foreign markets, Vietnam airline uses newspapers such as Ashahi, Goodweeken , Travel Trade Community involvement activities:

- Vietnam airline has a responsibility to support and help the community Every year, VNA has contributed to building funds for "social support", "For the poor",

customers the best experience on their journey

Review: - Bamboo also cooperates with

KOLs to write reviews and evaluate their experiences about the company's services

Events: National events: VNA participates in sponsoring most major national events such as the APEC Summit, the Women's Summit, and Vietnamese cultural days abroad

Cultural and educational events: - sponsoring the Vietnam

Symphony Orchestra to tour domestically and abroad - Vietnamese charm - Developing the country's

young talents Sports event: VNA sponsors activities such as ice making, volleyball, golf, tennis For athletes competing abroad

Identity media: - The lotus symbol and

Vietnamese cultural elements are the main sources of Inspiration, continuing to affirm Vietnam Airlines' pioneering role in introducing the beauty of the country and people of Vietnam to the world

Review: The actual experience customers receive and give back to VNA is very good

customers

https://www.youtube.com/watch?v= IHS5YO2f1PKg

Message execution styles: Slice of life Focus on advertising the benefits of Vietnam Airlines such as being able to book tickets with just easy operations on the phone that anyone can do, diverse modern aircraft, and modern amenities for customers across the world aircraft such as air filtration systems, lighting changes, ete

In addition, Vietnam airline also incorporates beautiful images of Vietnam such as: coffee, rice fields, lotus - Vietnam's national flower is also the symbol of Vietnam airline, very majestic, beautiful and lively, From there, it also contributes to promoting and positioning Vietnam's image to international friends https:/Awww.youtube.com/watch?v=_ SJFg Vexjy4

5, CONCLUSION:

Even though there is a big difference in ticket prices, if you know how to "hunt", you can still buy good air tickets from these two airlines with many discount programs Both Bamboo Airways and Vietnam Airlines are quality airlines in Vietnam It's difficult to compare Bamboo and Vietnam Airlines, which airline is "better" However, if you want to fly cheaply, choose Bamboo If you want to experience quality, Vietnam Airlines is a suggestion worth considering